Getting Mac to Market

About this Feature

This feature (the third in the "Evolution
of a Computer" series) describes Apple's efforts to produce
and market the Macintosh.

While a little attention is given to marketing (a subject dealt
with in greater detail in another Gartner Group piece, "Targeting the Audience"), the real
focus of this feature is the factory Apple built for producing
the Macintosh. The automated factory, which had the capacity to
produce one Macintosh every 27 seconds, was used by Apple marketing
(as Regis McKenna explains in Relationship
Marketing) to symbolize American innovation in high-tech
manufacturing.

Transcript

(Lisa computers in the factory)

Voice-over: A little over a year ago, Apple introduced
its Lisa computer, and it caused quite a sensation. Now, the company
belives the impact could have been greater had the computer and
a strong software base been available when it was announced.

(Apple CEO John Scully)

John Scully: I think companies can learn more from their
mistakes than their successes; and with Macintosh, we have put
together an extremely well-coordinated, very powerful consumer
markeing program to introduce this product.

(Computer dealership)

Voice-over: That meant having Macintosh ready at dealerships
across the nation on the day of announcement. So advanced production
was critical. Apple prepared for that by creating what it believes
is the most automated personal computer factory in the industry.

(Macintosh factory line)

The factory design was as crucial as the design of the computer.
Embracing a concept called just-in-time-manufacturing, parts and
materials arrive just in time for production, demanding high-quality
assembly.

Peter Barron: Material comes into the factory, it's
handled once, and it's assembled into a Macintosh. That allows
us to ensure that the material is never damaged, it allows us
to keep a very close count of the material while it's inside the
factory.

(Macintosh under construction)

Voice-over: This process is a key factor in production,
as a Macintosh is made every 27 seconds. But even at that speed,
Apple believes the supply won't keep up with the demand.

(Software)

One big reason is that Macintosh has a solid software base,
which is critical to the success of any computer. Nearly 100 top
software companies were enlisted to write for Macintosh; by the
end of this year, there should be about 500 programs on the market.

Industry analyst: It's very important when a new computer
gets announced that they have software for it. It's very important
when people go into the store and want to buy a computer, one
of the questions they should ask is, "What software is available
for my machine." It's the jugular vein of the computer. You've
got to have software on it at the time it announces.

(Apple delivery truck)

Voice-over: So now, with those key ingredients-- production
and software-- solidly in place, Apple is launching its newest
computer.

John Scully: We're at that point where we can say, "Macintosh
is ready, it's coming to market." And it's not only going
to change our lives at Apple, now it has the chance of changing
other people's lives around the world. That's exciting. And we
think that's important.